Amazon has overtaken Topshop to become the most popular retailer on Facebook, according to a new report from eDigitalResearch.

I’ll obviously lay down the usual caveat at the start – success on social isn’t just down to the size of your fan base. In fact we recently blogged about the dangers of measuring social based on fan counts alone.

But that doesn’t mean it’s not interesting to look at which brands are the most popular across various social networks.

The research was carried out between June 17 and 21 looking at the most popular and influential social media sites, including Facebook, Twitter, Google+ and Pinterest.


The report found that Amazon has leapfrogged Topshop to become the most ‘liked’ UK brand on Facebook, with 3.8 million compared to Topshop’s 3.4 million.

Amazon has also made the biggest improvement since the last wave of research, adding just over 600,000 new fans, while Asda saw the second biggest increase by adding 235,000 fans.

Amazon’s increase is attributed to the quality of its content, which includes offers, competitions and product promotions. It also appears to have invested in Sponsored Stories.

It’s also worth noting that Primark made it into the top 20 for the first time, entering at 19 after adding more than 197,000 new ‘likes’.

What are you talking about?

Facebook’s ‘Talking About’ metric measures the number of people talking about certain brands, taking into account wall posts, comments and page shares.

In general the ‘Talking About’ metric roughly tracks the follower numbers, however Asda, Argos and Primark have considerably higher numbers compared to their follower counts which suggests that they are having more succces in actively engaging their fans.


There was no change among the most popular brands on Twitter as Topshop remained top of the tree after attracting the highest number of followers.

Waitrose entered the top 20 for the first time after adding 28,000 followers, while Tesco’s customer service feed moved up six places since the last wave to thirteenth overall.


And finally, the report shows that Topman still dominates the Pinterest league table with 60,000 more followers than its nearest rival.

This is quite bizarre considering the fact that Pinterest is normally viewed as a network that appeals to female users.

Also, there is still no representation from the supermarket and food sector, even though food and cookery images are among the most popular types of content on Pinterest.

David Moth

Published 14 August, 2013 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (4)

Rob Owlett

Rob Owlett, Head Of Online Marketing at Creode

Great news for Amazon. There activity on social media has increased dramatically, I see them pop up all over on Facebook especially. Surprised not to see Schuh up here! They seem to have a huge social profile at the moment and their blog is one of the best I have seen for a while now.

almost 5 years ago


Justine Wyness, Web Trading Manager at Hobbycraft Group

Hobbycraft have 9,500 followers on Pinterest whichis great for a retail brand.

almost 5 years ago

Emily Westing

Emily Westing, Content Strategist at

In my experience people love the user reviews on Amazon, the ability to be able to sift products based on ratings is a real time saver.

almost 5 years ago


Robert McCann

Surprised not to see on this list with 1,212,299 likes on Facebook as of 20/08.

That would comfortably have them in the top 10. Brand awareness is everything I guess.

almost 5 years ago

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